"I wanted to write about the Olympics," I whined inwardly. Heigh-ho.
As most of you read this, the Olympics will be well into the event's fifth day. Fellow columnist Richard Eyre described the Games as "the biggest broadcast event of all time".
In fact, they are gold dust to all media owners: the special newspaper supplements started about a month ago and the print features have covered not just the sporting stories, but every aspect of China, from art and architecture to fashion and food.
Sponsor brands have been amplifying their associations with on-pack and website references, and some have launched major UK advertising campaigns across all media.
The Olympics is indisputably the biggest cultural event on earth, a universal reference point and, at its most idealistic, something to which all humanity can aspire.
However, the nature of said earth, spinning blithely, means it's hard for us all to experience the Games at the same moment in time.
Aficionados might get up in the middle of the night to catch events broadcast live, but only if any of the fancied Brits get a sniff of gold will a few more of us be tempted to set the alarm clock earlier.
So, watch out ISPs. If social networking threatens company productivity, we should prepare ourselves for a wave of surreptitious online TV in the office.
It's happening already of course, but, while I won't hear a word said against Loose Women, there's nothing quite like a major overseas sporting event to sweat that broadband.
We first saw it with Euro 2008 and then Wimbledon, causing surges in day-time streaming.
Given that recent figures for the BBC iPlayer, itv.com and 4oD reveal usage almost doubling each month, I don't think I'm being brave predicting that the Olympics will introduce millions of people to this new medium.
And the multiplicity of concurrent events and diversity of sports makes the Olympics even more suited to interactive platforms, whether the internet or red-button interactive TV, than previous sporting tournaments.
Yep, it's a pain that for the 2008 Olympics a) you can't advertise in it and b) Barb can't measure it. But all in good time, my friends.
By 2012, we should have solved at least one of those annoyances.
Tess Alps is chief executive of Thinkbox, firstname.lastname@example.org